Fictional Sony Executive Kevin Butler has been showing a funnier and more approachable side of the Sony corporation in the PS3’s “It Only Does Everything” marketing campaign. According to SCEA’s head of marketing Peter Dille, it’s a campaign that’s been helping Sony move more PS3s off store shelves.
“The campaign is working to drive hardware sales,” Dille said at the MI6 marketing conference. “PlayStation 3 sales are up 184 percent in the three months following the price drop, and while a lot of that has to do with price itself, we know from research that consumers are more educated as well.” The campaign’s fictional Kevin Butler has been infusing some humor while showcasing the PlayStation 3’s features more clearly than in past campaigns. It’s a formula that Dille promises to keep using for the foreseeable future.
“You’re going to continue to see Kevin Butler highlighting new content that is hitting the platform. That will include PlayStation Move later this year and also 3D,” he said.
And what about those past campaigns and their “WTF” factor? Dille reflects on those strange ads used at the launch of the PS3.
“We get questions about the white room and the baby ad quite a bit. That whole campaign was to get people to say ‘What the […]? I need to understand more about what this is,'” he said. “But what we found was that this whole positioning was a bit intimidating to people. Our research also showed that Sony could be perceived as arrogant.”
“We kind of gotten back to our mojo with the sense of humor that people came to know and love with early PlayStation advertising. I think it’s just a more likable connection to the consumer.”
To sum things up, Sony’s sticking with Kevin Butler and there will be a whole lot less baby face-melting ads.